The Toyota Prius Turns 10

The world's best-selling hybrid celebrates one decade of North American sales.

The hybrid is ready to blow out the candles for its 10-year anniversary here in the U.S. Although it's currently the best-selling hybrid in the world, the Prius hasn't always had a smooth road in becoming Toyota's now-famous gasoline and electric-powered eco champ.

Prius is Latin for `before' or `ahead of its time,' and the compact hybrid quickly lived up to its name. When it arrived in the summer of 2000 (as a 2001 model) the first-generation Prius was squashed in the consumer frenzy for bigger, bulkier and, inevitably, thirstier sport-utility vehicles.

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When the Prius came to the U.S., it joined the 2-door as the only hybrids in the market. Compared to the truly wacky aerodynamic styling of the 2-passenger Insight, the 4-door Prius sedan appeared downright conventional.

In Road & Track's comparison test of the two cars in its May 2001 issue, we praised the "open and airy" cabin and "ample head room" found in the Prius. The car's upright shape definitely helped. It was functional, but not exactly pretty. Of course, Toyota hadn't designed the Prius as a replacement for the and seen most often in posters on the bedroom walls of teenage boys.

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The Prius, priced at $19,995, was engineered for car buyers who wanted to save fuel, and an EPA certified 45 mpg highway average drove that point home. found 5537 Prius buyers during the first (truncated) model year from August to December, 2000. Sales would grow and, soon enough, so would the Prius. By 2003, a totally new and improved version was ready.

The oval-shaped exterior of the second-generation Prius helped set it apart without looking too otherworldly. It was 11 percent larger than the old model, yet offered 15 percent better acceleration and 15 percent better fuel economy. The dash from 0 to 60 mph required approximately 10 seconds—about 2 seconds quicker than the outgoing model.

Behind the wheel, it was impossible to not get caught up in the excitement of watching the car's Energy Monitor mode. The dash-mounted monitor offered real-time mpg figures and details about the interaction between the 1.5-liter gasoline engine, battery pack and electric motor—all in a digital display worthy of the Battlestar Galactica. The term "hypermiling" entered the mainstream automotive lexicon thanks to the Prius, as proud owners blogged about their fuel-saving tips and techniques.

The , introduced last year, was once again bigger, more powerful and, you guessed it, more fuel efficient than before. Subtle tweaks, such as sharper edges on the front and rear fascias, reduce wind resistance and improve fuel economy. The driving position has been moved lower, a big change from the high seating position of previous models. Toyota even added some driving fun into the mix. A control on the dash permits the driver to choose between three modes: EV (Electric), ECO (Economy), and PWR (Power).

In Power mode, the gas pedal has a sharper feel and acceleration is quicker. However, Prius buyers are more likely to be enamored with EV mode, which allows the car to run solely on electric power for roughly one mile at speeds below 26 mph. Powered by a 1.8-liter 4-cylinder gasoline engine and electric motor, the current Prius offers a total of 134 bhp while returning fuel mileage of 51 mpg city/48 highway.

With almost 2 million Priuses sold worldwide, what does the future hold for the world's best-selling hybrid? A lot more competition, that's for certain. Almost every major carmaker now has a hybrid in its lineup. Recent recalls have also dented Toyota's once-peerless reputation for quality. And pure electric vehicles will soon pose a sales threat, with EVs such as the arriving later this year.

Yet Toyota is fighting back with new models like the electric vehicle. Set to go on sale in 2012, the Prius plug-in will be capable of traveling up to 12.5 miles on electric power, at speeds up to 62 mph, before reverting to its standard hybrid powertrain. No longer quite so alone in the U.S. market as it was a decade ago, the Toyota Prius still remains the hybrid by which all others are judged.